Facebook sent 25 percent less traffic to publishers this year, while Google increased its traffic by 17 percent, according to Parse.ly. It’s basically a flip from the beginning of the year: In January, Facebook provided nearly 40 percent of publishers’ external traffic; now that’s down to 26 percent. And Google, which started the year at 34 percent, now generates 44 percent of traffic. Parse.ly’s data comes from some 2,500 publishers that use its analytics service, including the Wall Street Journal, Time Inc., Mashable and Huffington Post. What happened? You can point to a number of factors, but there are a few obvious ones to consider. Get the full story at recode